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Cobalt Announces PowerBrand Multichannel Dealer Advertising

Automotive Advertising

This week Cobalt announced PowerBrand, a new dealer-controlled, multichannel dealership advertising solution that leverages the automotive industry’s first and most advanced hyper-local advertising platform. PowerBrand dynamically integrates advertising across five different digital media channels and thousands of media properties to build a dealership’s local brand and promote its products and services.

Dealer marketing spend is reallocated daily to achieve the media mix that is performing best in the hyper-local market and driving opportunity for the store.  Delivered as a service, Cobalt PowerBrand makes sophisticated, custom digital advertising programs available to individual dealerships.

Cobalt is the largest global provider of auto dealer digital advertising for, offering programs for dealers to deliver online experiences aligned with their manufacturer partners as well as dealer-directed advertising solutions for specific media such as Display, Search, Retargeting, Mobile, Video, Website and Social.  PowerBrand is a major enhancement to Cobalt’s dealer-directed offers, providing a coordinated multichannel advertising program supported by highly skilled digital advertising specialists and advanced advertising optimization powered by Cobalt’s business intelligence platforms.

Features of Cobalt PowerBrand

  • Advertising of dealership brand, custom campaigns and special events
  • Competitive conquesting against specific makes, models and dealerships
  • Multichannel coverage: display advertising, paid search, retargeting ads landing pages and mobile advertising content
  • Geo-targeting and customized media coverage
  • Campaign strategies that naturally dovetail with other Cobalt advertising programs to maximize dealer ROI

“For the first time, Cobalt is taking its multichannel enterprise advertising model and making these incredible capabilities available for custom dealer-directed campaigns,” said Max Steckler, Cobalt Vice President of Advertising. “PowerBrand complements our manufacturer-aligned Digital Advertising Package, allowing dealers to enjoy the same hyper-local targeting and premium coverage previously only available to top tier national advertisers.”

“Created in response to demand from advanced dealers and dealer groups, PowerBrand is the latest in a line of products designed to fulfill the increasing dealer appetite for more media options, more customization and more control,” says Steckler. “It’s our responsibility to deliver on the increased ambition of a changing marketplace, which we’ve done through advanced products like PowerBrandFlex Websites and Flex DAP.”

PowerBrand is available immediately.

Visit our product page to schedule your personal demo and boost your brand with PowerBrand.

Views: 407

Tags: PowerBrand, automotive advertising, automotive digital advertising, dealer advertising, dealer marketing, dealership advertising


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Comment by CDK Global on February 17, 2013 at 7:59am

Thanks Brian! We're excited about the capabilities and opportunities that PowerBrand brings to our dealers. The ability to complement your manufacturer-aligned message with custom dealer-centric campaigns is a powerful combination.

Dealers now have a multichannel advertising solution that takes their “why me” messaging and  amplifies it across every major channel. It's all about the dealer: your tent sales, your charity drives, your competitive conquesting. We think it's a pretty cool combo of total coverage and complete customization.

The reaction we've gotten from early adopters has been awesome! And that's especially gratifying, since PowerBrand was born from our dealers' feedback. 

Thanks again Brian!

Comment by Brian Pasch on February 15, 2013 at 7:56pm

Dealers who have been limited to the strategies available to them through the Cobalt DAP program now have full license to create competitive conquest campaigns in their local market without limits.  

This is a big step in the evolution of digital advertising campaigns offered by Cobalt which were once limited only to OEM focused branding campaigns.

Dealers with a Cobalt website that are using only the DAP program should seriously consider adding conquest marketing campaigns through PowerBrand

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